in some ways, i think, melissa, others would argue, at&t and verizon versus apple and samsung, how much can we pull back some of the subsidy that goes into perhaps these margin numbers, what other things can we do to bring operating costs down as well. but there will be a read through to apple here. at least people will try to. perhaps a positive one -- >> that's what my take looks like. >> take caution there. don't read too much into it. nonetheless, that would be the take. >> we're going to get at&t this week. and apple. and maybe two other s&p companies. >> this is it. go to davos to avoid these -- oh, no, i'm here. >> ouch for those who go to davos. >> you were saying, jim, you were telling david before the show, you do not take this week off for a reason. >> you cannot take this week off. how do you do your job? this is it. will ray lewis take off super bowl week? i doubt it. look, i'll take the heat. i like ray. sorry. i like him. >> what a weekend of football. would you buy apple ahead of the earnings this week? >> i think it's fine. >> tempered enthusiasm. >> apple's fine. >> th